McDonalds and Trademark Progression – Where Next?
What business should a mega-brand like McDonald’s get into next?
Launch McDonalds Coffee Shops!
This brand extension will explore and exhaust a brand new potential market where McDonalds’ brand salience and leverage may be fully exploited. McDonalds may be the leader in satisfying customer’s needs
through a rigorous system of Quality, Service, Cleanliness and price and by holding a distinctive position that appeals to regardless of how alike.
The McD’ Cafes can be ideal in experiencing the coffee cultures that are rapidly expanding during the entire globe. These coffee cultures dominated by Starbucks and also cafes attract individuals who pay excessive prices for coffee to gain access to the coffee experience. This experience has great commercial opportunities because these consumers have an overabundance in-store time and energy to come in contact with (McDonalds) communications and promotions.
Significantly, nowadays people check out coffee shops as time-killers enroute towards the cinema, take-away, or returning to work. These are looking for a short-term experience that is fast with excellent service from a reasonable price.
McD Coffee Shops can be separate entities from the fast-food restaurants but placed near them as well as directly near Starbucks locations. Semiotics along with the standby time with the infamous ‘M’ logo would allow for immediate recognition, credibility and belief within the new venture. But also for further differentiation through the fast-food image, the famous ‘red’ theme could be substituted with the ‘grey/black’ colours which might be sometimes employed in certain countries. Also introducing more comfortable seating with kid’s areas taps in to the parents-accompanying-kids market that rarely experience coffee shops; so youngsters are not entirely excluded out of this adult experience.
McDonalds is acknowledged for being open until late as well as their Fast food restaurants would thus match the huge consumer demand from club/bar goers and tourists that might buy into a brand that allows these phones enjoy their coffee experience if he or she desire.
McDonalds’ vast global reach and prime locations enable instant worldwide saturation, and their less expensive costs in comparison with Starbucks etc would permeate countries where fast food restaurants are viewed a premium/luxury. Starbucks offer expertise far better tasting coffee, rather like KFC in chicken, but consumers will consume from McDonalds cafes as they possibly can connect to the same knowledge about more affordable prices, better and faster service.
This venture create a commercially responsive market and further worldwide engagement with brand McDonalds that ultimately fortifies the assumption and loyalty on the brand.
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